Opportunity

SPYDR needed a branding strategy and launch plan for its unveiling at the Royal International Air Tattoo 2011, in preparation for a complete global roll-out four months later in Dubai. However, numerous challenges faced the Griffin team:

Product was still in the production phase, therefore no visuals to drive the branding process.

Couldn’t show SPYDR in its entirety or mention key technologies because L-3 was still obtaining international marketing licenses and ITAR approvals.

Competitors were already to market.

Extremely aggressive deadline … less than two months, from start to finish, to complete the branding strategy and launch plan.

Solution

Through a fast-tracked discovery and brand development process, Griffin gained immediate traction and was able to launch multiple collateral deliverables simultaneously:

Built brand strategy around the L-3 MID team, their expertise and passion, along with the product’s capabilities.

Devised a teaser campaign strategy that revealed only partial elements of SPYDR, with a “coming attractions” theme that instilled excitement and a sense of urgency among customers to want to learn and see more. This strategy is best reflected in our launch video.

As a Result

Griffin delivered all brand and marketing campaign deliverables on-time and 10% under budget.

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Team Behind the Product

The “team behind the product” brand strategy enhanced L-3’s global reputation as the ISR leader, squelched competitor claims and served as a valuable internal messaging tool for employees to help sell the product.